2020 will go down in history as the year we spent in pyjamas. The sales for sleepwear went up the roof, as we stayed at home and chose #comfortwear over everything else. Indoor glamour (think: silk-satin PJs) got a new meaning, as we attended to chores and, at the same time, stayed Zoom-call ready. As we reach the end of the year, it’s time we declared PJs as the outfit for 2020.
PJs, an isolation outfit, that sold like hotcakes
Sensing a growing demand for PJs, Sameeksha Ahuja and Salima Lakdawala launched their brand SleePJs Luxury Sleepwear earlier in the year. “We saw a rise in our sales. A big chunk of people worked from home as they managed chores, kids and family time, their choice of attire saw a shift to something casual and comfortable,” the duo says. SleePJs was quick to launch the website as the pandemic hit and they received a lot of orders during Ramadan, where people chose to gift PJ boxes to their loved ones so that they could #stayathome in style and comfort. It’s been a bumper season for Marks & Spencer’s sleepwear, particularly from July to November, when sales were up by over 40 per cent year across womenswear, kidswear and menswear in all MENA markets. “Searches for Christmas pyjamas are up by 60 per cent and we’ve seen a trading increase by 150 per cent (for womenswear) year on year. We expect to sell over 3.5 million pairs of pyjamas from now until Christmas, globally,” says Soozie Jenkinson, Head of Design & Product Direction, Lingerie Swim & Active. It’s interesting to note here that PJs Every 30 Days, the UAE’s only pyjama subscription service, was launched in May, during the lockdown, and currently has 150 monthly subscribers.
The fabric and patterns didn’t disappoint
Overall, cosy and cocooning fabrics are still going from strength to strength. SleePJs’ premium cotton sleepwear was a big hit during summers, for its comfortable, lightweight and free-flowing texture. “We also did fairly well with our silk pyjama sets (premium and luxury),” says the duo from SleePJs. “Customers love our sustainably-sourced cotton pyjamas in animal prints and checks, with fun characters. Our Flexifit (featuring 360-degree stretch fabric technology to offer comfort) has been a favourite too, in shades of grey marl and berry,” says Soozie. Warm neutral and caramel tones ruled as well. Thinking glam? “Satin has been around since 12th century and is a fabric that screams luxury. We want our subscribers to stay comfortable, whilst feeling glamorous at the same time,” says Jamie O’Loane, co-founder, PJs Every 30 Days.
Men, women, children or all of them — who lived in PJs mostly?
SleePJs saw a big demand for children’s wear during the last few months, which pushed them to launch Little SleePJs collection for little girls. “However, to say one or the other loved their PJ life more would be a tough choice,” shares Sameeksha. That’s not all. Soozie claims 30 per cent of M&S customers, globally, would be wearing pyjamas on Christmas day. “December was the first month that PJS Every 30 Days offered men and children’s PJs (matching festive sets) and we were almost sold out,” says Jamie.
Comfort, style and simplicity
For Sameeksha and Salima, “comfort is on top of the list because there is nothing more relaxing than putting on a pair of pyjamas whether one is working from home or running errands”. And sleepwear doesn’t have to be boring. Pyjamas are, after all, the simplest piece of clothing one owns. “It is the most basic requirement of any wardrobe. Also, we spend a third of our lives in bed and cannot stress enough on the importance of wearing a fresh pair as you get ready for some zzz,” the ladies add.
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